Grease Monkey is a local restaurant that sells burgers and chips with a bar embedded in the restaurant, located on Lonsdale St in Braddon. They also sell fish and chips, fried chicken, variety of desserts and milkshakes. Though this is a restaurant, the restaurant brands itself as a bar and restaurant, selling both food and beverage (as opposed to selling drinks at the bar with minimal food, or vice versa). From its logo to its servicescape, Grease Monkey communicates and associates its image to nightlife, fun, wild, aligning with its pricing strategy with more expensive drinks and food (not necessarily expensive but not cheap as well).
PROBLEM RECOG., SERACH, EVAL. OF ALT.
When entering its website, a fast paced rap song is played immediately, which communicates an attitude that aligns with the brand's main message, along with its pictures, the outline of the website, the colors, the entire feel of the website and the brand. Its a place to go after a long day of work with cool vibes, great food and drinks, and maybe a milkshake to top it off. Its strong communication of its attitude and lifestyle from different cues of the brand shows that the brand heavily relies on the problem recognition, search and evaluation of alternatives (memory recall) stages of the consumer decision making process. The attitude of play hard after working hard, aka mushing and munching a burger down after a tight day, allows consumers to recall such fun experience whenever they are hungry (problem recognition), or just want to have a fun experience (search and evaluate out other alternatives from memory recall). The external factor of the Australian culture also helps target search and evaluation of alternative stages as well, as its common to go to a bar with great food (or vice versa, or both, like what Grease Monkey is trying to achieve) to relax from work or a stressful day.
Comments
Post a Comment